SWIFT ONBOARDING
My Role
Product Designer Stakeholder Management Research Information Architect Project Management
Platforms
Web, Mobile
Year
2024
The challenge
The original buy online journey faced high abandonment rates, as users found the lengthy forms overwhelming. Complex insurance jargon added to user confusion, making it harder for customers to complete the process. A lack of personalization left users feeling lost or unsure if they were selecting the right policy. Additionally, waiting times without clear communication led to frustration and anxiety, and the process lacked engaging elements, causing users to disengage before completing the form.
The opportunity
We identified key opportunities for improvement by breaking down the application into a multi-step form, allowing users to focus on one section at a time. Personalizing the experience based on user inputs created a more tailored journey, while real-time updates and clear instructions provided much-needed transparency. The introduction of interactive and engaging design elements, along with simplified language, helped keep users informed and reduced frustration.
The results
The redesigned journey led to a 15% increase in conversion rates as more users completed the process. Abandonment rates decreased by 25%, thanks to the manageable steps and personalized assistance. User satisfaction rose due to clearer instructions and better communication, while the streamlined process reduced the time needed to complete the application. Interactive content also kept users engaged throughout, resulting in a more efficient and enjoyable experience.
Enhancing the Buy Online Journey through Design, Functionality, and Improved Onboarding
Design Principles
Clarity
The website should be easy to read and understand, with a clear hierarchy of information and a simple navigation structure.
Brand consistency
Across all media web, print and mobile.
Speed
The website should load quickly and be optimised for fast performance.
Customer Journey Map
The Buying Journey
The tasked journey starts after users begin the life insurance application process.
The proposed improvement is to enhance the user experience by introducing a personalized "buy online journey" once the application begins. This can be achieved by using a simple multi step form to guide users through each step, and also explaining policy options in simple terms.
Another aspect we wanted to improve is the getting a quote and simple approval process. While this happens in the background, simple explanations of policy benefits are displayed to keep users engaged and informed. Additionally, personalized status updates or call back options send directly to the email to help reduce anxiety and create a more seamless experience.
This results in a more tailored and informative onboarding process, making each user's journey unique and reassuring from start to finish.
Introduction of Multi-Step Form
We introduced a multi-step form in the online purchasing journey, breaking down the application process into smaller, digestible sections. Rather than overwhelming the user with a long, complex form, we segmented the journey into clear steps that focus on key information at each stage, guiding the user seamlessly through the process.
Tailored Customer Experience
The multi-step form allowed us to tailor the experience based on the customer’s specific needs and profile. By asking personalized questions early on, we could offer policy recommendations that fit the customer’s lifestyle, family structure, and financial goals. For instance, if a user is applying for insurance with dependents, we present relevant options and advice, ensuring the policy speaks directly to their needs.
Why These Features Were Introduced
The introduction of these features was driven by our understanding of customer pain points. Previously, users were often overwhelmed by lengthy forms and unclear instructions, leading to high abandonment rates. By splitting the process into manageable steps, we reduced cognitive load, making the experience less intimidating. Furthermore, personalized touches, such as pre-filled information and contextual help, minimized errors and confusion, building confidence in the application process.
How It Increased Conversion
This multi-step, personalized journey has directly contributed to higher conversion rates for the following reasons:
Reduced Abandonment: Breaking down the form into smaller steps kept users engaged, as they felt a sense of progression and accomplishment after each step, leading to fewer drop-offs.
Personalization: Tailoring the policy recommendations based on the user’s answers created a sense of relevance, making users feel that the product was designed specifically for them.
Clarity and Guidance: Providing clear instructions and contextual help at each stage reduced friction and confusion, making users more likely to complete the purchase.
Trust and Transparency: By offering transparency about what to expect next and providing regular updates on the process, users gained trust in the system, leading to higher confidence in making the final purchase decision.
We offer multiple types of multi-step forms tailored to different customer experiences. Some forms perform better when placed in hero banners, while others work best as full quote page forms but broken into steps, or even as in-page forms. The effectiveness of each format varies based on factors such as brand identity and regional preferences. We conduct extensive A/B testing and user research to determine which design converts best in each scenario, ensuring that the final design is optimized for both customer engagement and conversion. This data-driven approach helps us deliver tailored solutions for each market.
The Summary
By implementing a personalized, multi-step form in our life insurance buy online journey, we adhered to key design principles focused on simplicity, clarity, and personalization. Breaking down the process into smaller steps reduced the cognitive load on users, making the experience smoother and more manageable. We introduced functionality that tailored the journey based on user responses, offering relevant policy recommendations and real-time assistance to minimize confusion.
The redesigned onboarding process improved user engagement and satisfaction by clarifying each step, reducing abandonment, and fostering trust. This shift led to a measurable impact: we saw a 25% reduction in form abandonment rates and a 15% increase in overall conversion rates. By focusing on user-centric design and functional improvements, we significantly enhanced the onboarding experience, leading to more customers successfully completing their life insurance purchases.
